Sony has just announced three new lenses for the Alpha system. Here's the press release:

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Sony expands A-Mount lens line-up for DSLR cameras with three new lenses27 July 2010

Sony is expanding its already strong line-up of over 30 A-mount lenses with new models that will appeal to seasoned photographers and those new to DSLR cameras alike

The Distagon T* 24mm F2 ZA SSM (SAL24F20Z) features the acclaimed Carl Zeiss Distagon design and rounds out the existing Planar (SAL85F14Z) and Sonnar (SAL135F18Z) models also developed in conjunction with Carl Zeiss. It is intended to appeal to experienced photographers looking for a large-aperture wide-angle lens of real distinction.

The DT 35mm F1.8 SAM (SAL35F18) adds the important 35mm focal length to the ‘Easy Choice’ series. ‘Easy Choice’ is intended to provide great value, compact and lightweight lenses that are attractive to entry-level and advanced photographers alike. Each lens in the series is selected for a specific purpose, for example portraiture or macro.

The 85mm F2.8 SAM (SAL85F28) is another ‘Easy Choice’ lens, this time offering the 85mm focal length considered the standard for portraiture because of the natural perspective it provides. True to type it is extremely compact and light, weighing just 175g.

The Distagon T* 24mm F2 SSM (SAL24F20Z)The Distagon T* 24mm F2 SSM (SAL24F20Z) functions as a wide-angle 24mm lens on full-frame cameras with 35mm sensors, or as a 36mm equivalent lens ideal for general use on cameras with APS-C sensors. Jointly developed with Carl Zeiss, it features the highly-regarded Carl Zeiss Distagon retro-focus lens configuration designed for wide-angle lenses.

This lens is distinguished by its fast response focus and extremely quiet, very smooth operation thanks to its built-in SSM (Super Sonic wave Motor).

It offers a wide and therefore highly versatile focal range from 0.19m to infinity, and features a nine-blade circular aperture that along with the large F2 maximum aperture contributes to smooth, natural bokeh effects.

In keeping with traditional Carl Zeiss design, the all-metal lens barrel has been finished to a very high standard resulting in a visibly high-quality appearance.

The DT 35mm F1.8 SAM (SAL35F18)
Part of the ‘Easy Choice’ series, offering photographers at all levels great value, compact and lightweight lenses, the DT 35mm F1.8 SAM (SAL35F18) weighs just 170g. It can be added to a lens kit system and carried without noticeably increasing the weight of the bag.

With an approximately 50mm (35mm equivalent) focal length on an APS-C sensor, this lens is ideal for snapshots and portraits under a wide range of shooting conditions. The high-speed F1.8 maximum aperture is particularly advantageous for hand held shooting in low light.

At just 0.23 metres, the DT 35mm F1.8 SAM (SAL35F18) has the shortest minimum focus in its class, making it an excellent choice for dramatic close-ups too. Whatever the shot, the internal Smooth Autofocus Motor (SAM) drives the focussing group directly and ensures responsive and fluid autofocus operation.

The 85mm F2.8 SAM (SAL85F28)
This is the first full-frame lens in the ‘Easy Choice’ range, so its launch represents an important development of the line-up as a whole. The 85mm focal length is a standard for portraiture because of the natural perspective that it provides. On an APS-C sensor camera the 85mm F2.8 SAM (SAL85F28) functions as a 127.5mm (35mm equivalent) telephoto lens – and features a Sonnar-type optical design that is considered ideal for mid-range telephoto lenses.

The lens is sharp center to corner, and features smooth defocusing thanks to its large F2.8 maximum aperture and circular aperture design. At 0.6 metres, the minimum focusing distance is the shortest in its class, and SAM motor technology ensures smooth autofocus operation.

The quality optical and mechanical features of the lens mean it is suitable for serious photography and should more than satisfy intermediate to advanced users.

These are all MRSPs, so street prices might end up being significantly lower. For example: the MRSP for the Zeiss 24-70mm in it's press release was $1750,-, whereas it currently sells at B&H for $1599,-.

Wow. If I was still with Sony, that 35mm would probably be a must get.

The 85 I'm not sure I understand. As a plus point, that is a very compact lens, but the aperture is rather boring. I find it hard to see existing FF owners going for this, but maybe it could sell to crop users planning on upgrading. In that case, a low street price is important.

The dpreview samples are not what's I'd choose to test a lens... but I note slight hints of lateral CA in the corners and also longitudinal CA when the going gets tough, but that's normal for this class of lens. Sharpness I'd hesitate to comment on until we know a bit more on how the samples were created. I have to wonder if they're camera jpeg from the high ISO noise pattern which looks quite reminiscent of the A350 jpeg when I had it.

Also thinking a little more, I'll go back on my earlier comment on the 85. I guess it could still appeal to FF owners who want a lightweight and compact lens on the go, as far as you can with a FF body anyway...

I'd guess since they already have the 85 F1.4 at the high end, an 85 F1.8 wouldn't be different enough in price...so they went with 85 F2.8 as a very reasonably priced option that can be reasonably compact (might they have been thinking of its use on NEX too?). It doesn't really do anything for me as my old Tamron 90 F2.8 covers that range well enough...but it's a very usable and still decently fast lens with a good portrait/macro length.

I am excited that the CZ 24mm is SSM. That hopefully means the CZ85mm and 135mm would eventually be SSM as well. Unless it is deem too heavy, but then again, when did CZ or G users shy away from a little heft or bulk?